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TGI Friday's, UK: A Case of Innovation

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Abstract:

This paper will present a concise marketing assessment of the TGI Friday's Inc. company, with a special reference to its evolution since the establishment of the organization in the USA and its current success in the UK, with a view to analyzing its worldwide reputation of leadership in its market. This benchmark report is the product of literature review and is divided into three main parts: (1) introduction: tracing the company background and historic evolution, (2) marketing audit and analysis of components: presenting the macroenvironment, marketing strategy, marketing organization, marketing productivity and marketing functions audit and (3) conclusion and recommendations: discussing overall evaluation and recommendations concerning weak and threatening areas.Corporate Reputation Review (2005) 8, 73–79; doi:10.1057/palgrave.crr.1540240

Document Type: Research Article

DOI: http://dx.doi.org/10.1057/palgrave.crr.1540240

Publication date: April 1, 2005

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